Public Relations and the Internet

In this modernised, technology oriented world, it is god for an organisation to have connection to new media, especially social media. This will benefit the organisation to monitor public opinion and understand their perceptions and expectations; therefore the organisation can improve in areas where needed.

Also, during crisis and other controversial issues, an organisation can use social media as its communication mode to reach the masses globally without boundary limits. During my internship tenure, I witnessed social media helping the organisation to communicate with its publics across boarders through social media, during crisis. This helps an organisation to respond to comments posted about them, therefore, leaving no room for speculation as they respond promptly.

Moreover, social media  is a platform to build relationships with publics especially the general public and journalists. It is place to receive information and give feedback. The organisation I was placed at had more stakeholders whom they liaised with on business ventures. Some of these stakeholders started their relationship with the organisation on social media, tweeter especially, and once they found information they required, they developed interest to do business with the organisation.

From my internship placement, I learnt that as the social media account administrator on behalf of the organisation, one ought to be professional in responding to comments. They should not personalise responses and put emotions into what is written as comments. Also,employees should understand that the organisation's social media page is not meant for internal employee relations. 

No employee should discuss office matters in the page, it is not an employee complaints page. Also, the page administrator should understand that social media page is not like the organisation's website; it should not be stacked corporate brochures, info packs, annual reports etc. The administrator should always remember to be culturally sensitive with the right use of language and understanding of the target audience.

In conclusion, social media provides PR professionals with various tools to engage with stakeholders , but it should always be used together with other options from the PR tool/kit.   

Ethical considerations in Public Relations

The practice of Public Relations is intertwined with the observation of ethical codes. This is because the profession on its own largely engages a number of people being different stakeholders for an organization.

Therefore, managed and considerate communications should be practiced in the field as it is the universal common law of human interaction. Also, with good mannered and ethical Public Relations personnel, an organization can create strong ties with different stakeholders, acknowledging the professional and ethical conduct of the Public Relations officer.

Communication in Public Relations goes far beyond mere talk. Its communication feature entails written documents as well as spoken words, therefore, careful scrutiny has to be done to the choice of words used as it can either make or break the organization’s image, performance as well as the productivity level of socio-economic ties of the organization.

Nonetheless, sometimes Public Relations people are wedged in a situation that presents ethical issues in a challenging and distinctive way. These are situations where the PR practitioner will be caught in between protecting the organization’s reputation and brand image and at the same time protecting the integrity towards the public and upholding the trust that the public has for the organizations. It is such cases when the dilemma presents both sides as ethical decisions to make.

Thus, PR practitioners have to ensure they advance the flow of true and accurate information, protect private and confidential information, avoid conflict of interest and work to strengthen the public’s trust towards the organization. When such cases arise, where there is need for accurate information that would jeopardize the organization’s trust from its publics, a practitioner should avoid saying ‘no comment’ and being quick to close the public and media out of the picture.

It is that ‘no comment’ that creates room for speculation and rumors, which spread vigorously like fire with no good end to the organization’s reputation. It is better to admit impediments and apologize, taking responsibility of the cause and owning up to responsibility for finding a resolution. It may not represent the organization well, but the public will eventually acknowledge the sincerity of the organization and pledge back their loyalty. Unlike if they do not and the issue drags n with media and activist groups ‘attacking’ the organization.

In a nutshell, it can be said that prevention is better than cure. That it is best to always keep on the good side, but at times crisis come our way even on the good side, then there will be need to resolve the problem in the most decent, humane and ethical manner. Therefore, practitioners should zero in on putting values and principles into play for daily tasks and challenges.